Co-leads studio operations and creative at Instacart, focusing on resource management, budgeting, and goaling to align with strategic objectives. Oversees mid-to-lower funnel creative strategy, CRM and PDM workstreams, and motion video production and hiring. Drives authenticity and quality across high-impact campaigns, while fostering a positive, cross-functional team culture. Leads creative direction for growth initiatives, integrating photography and creative assets to enhance mid-funnel engagement. Champions partnerships with brands like Uber Eats, P&G, and Peacock, while advancing AI integration with Google, Adobe ++ to innovate in photography, content and production. Revamped CRM and PDM processes for improved performance and strengthened Instacart’s visual presence through cohesive, full-funnel strategies.

Led the optimization and execution of our creative strategies across multiple performance channels, significantly driving organizational growth and brand engagement. Instrumental in the brand identity refresh, ensuring its consistent application across all channels. By championing innovative approaches and fostering a culture of experimentation, my team delivered high-impact campaigns that exceeded business targets. Key initiatives included developing strategic templates and enhancing personalization techniques, substantially contributing to our success and laying a robust foundation for future expansion that lead and contributed to Instacart's IPO.

Led Instacart’s CRM Creative Strategy and Marketing Design initiatives, incorporating machine learning to drive data-driven, high-impact strategies that strengthened customer loyalty and boosted brand engagement. Responsibilities included building team, capabilities, fostering a culture of growth, and introducing innovative approaches to content personalization and successfully hitting business goals. These efforts laid a strong foundation for Instacart’s expansion, positioning the brand for its next phases of growth.

Creative team lead, developing performance marketing creatives for all paid acquisition channels (Paid social, search and lifecycle email marketing) to scale business growth (40 million downloads > 90 million in two years) and create brand awareness. Leverage data and research to identify unique opportunities to market and acquire new and different people into Headspace. Differentiate ourselves from competitors by raising awareness of our authentic expertise in meditation/mindfulness and design. Cross-collaborate with different business units from my creative team, marketing, brand, product and senior leadership.

Creative Director leading a team, creating all content, marketing and design for; social, video, Soothe brand and sub-brands. Collaborate with the product team by being lead Visual Designer on Soothe's client app and website; creating a seamless intuitive user experience. Created an eCommerce store along with aromatherapy Soothe product line to enhancing the clients' massage experience.

Design and evolve Soothe’s exisiting brand identity and voice by creating brand guidelines and marketing communications for web, mobile, app, print, video, social, email and environmental platforms. Collaborate with content creators, social media specialist and senior leadership spear heading Soothe’s marketing design initiatives that define our look and feel supporting our go to market campaign strategies. Lead UI designer for Soothe's app and Soothe.com and sub-brand web pages.'

Part of the in-house creative team – conceptualizing, designing and producing strategic and creative solutions for Disney | ABC Television; including print to online, animation, video sizzle reels, events (International Upfronts) and design/development of senior leadership presentation graphics and onsite show delivery. Communicating key programs and messaging to DAT partners, employees and management. Manage junior level contract designers and videographers.

Strategize, design and assist in the production of experiences and environments for NVE’s clients, including an obstacle course for Ubisoft at Comic-Con, a music festival for Vevo, PureGear activations around Los Angeles, Under Armour at CES, iHeart Radio Jingle Ball after party, GoPro Winter X Games, Beats By Dre and Kyocera.

Conceptualize, develop and strategically design award-winning live branded experiences and environments for world premier brands including Toyota and other Asian automobile manufacturers.

Part of the Global Strategic Marketing Group – corporate-level in-house “agency” responsible for driving effective brand communications and marketing strategies across the Hexagon brand and brand portfolio (more than 50 companies), including the development of Hexagon’s personality, name, visual identities, messaging, interactive and web platforms. Repositioned its brand architecture to move it from a house of brands toward a branded house.Corporate Rebrand: Interviewed and took part in the selection process of brand agencies for Hexagon's new visual identity and messaging. Created the initial new logo for Hexagon's parent brand that jumpstarted Landor’s iteration of the current selected identity. Managed Landor on creating appropriate logo, house styles and messaging to fit within Hexagon's forward-thinking approach as the leading 3D design and measurement technologies company.Annual Users’ Conference: Successfully launched 4 international users conferences within the Hexagon business groups (3,000 + attendees). Developed conference visual look and feel, color and signage guide systems, over 300 pieces of environmental graphics ranging from registration booths and informational kiosks to keynote stages. Assisted in lighting, sound, video and visual storyboard of keynote presentations and corporate videos.Intergraph: Responsible for the creation of Corporate and Security, Government & Infrastructure divisions visual designs, including online, environmental, print, typographical, visual concept, logo and icon design for the internet and interactive website, including video and flash development. Effectively communicated and coordinated with the program manager, design director, writer and production artists to ensure that the visual design communicated the desired message and functioned successfully for multiple conferences and sales teams.

Publication: Launched OPEN magazine by assisting/directing/coordinating all design needs. Developed a stage for the “voice” that OPEN speaks with by creating an integrated format including the logo, cover lines, magazine dimensions, department headers, folio, art direction and recruitment of staff for art and design needs. Created the formula and frame to showcase the editorial content and features that work together to function and speak to its audience. Along with designing OPEN into its 6th issue, oversaw all the production design and printing needs to take OPEN to market.Consulting: Directed/designed for Frostfire’s clients (16), some of which include learning tracks and promo kits for Microsoft, fund-raising materials for Dakota Medical Foundation, logo and stationary for Pullar Productions and identity branding and package design for Decoration furniture store.

Project managed and designed with the art director to achieve the CEO's vision: showcasing the cross-disciplinary approach to real estate development in all marketing collateral for Master’s residential and commercial properties.